It is important to first define the characteristics of the catch-all party before attempting to establish New Labour as one. According to Kirchheimer, becoming a catch-all party requires a “drastic reduction of the party’s ideological baggage, further strengthening of top leadership groups [who will be judged based on efficiency rather than identification with party goals], de-emphasis on social-class or denominational clientele, and securing access

to a variety of interest groups (1966: 58-59)”. After New Labour’s defeat in 1992, Blair worked incessantly to transform his party’s image and broaden its appeal across class lines. In doing so, he molded New Labour to meet the criteria that characterize the catch-all party.

While New Labour’s flexible national doctrine was important in creating “a convenient rallying point (Kirchheimer 55)” for many of Britain’s voters, the importance of Blair’s portrayal of his party as competent and efficient in governance was crucial to its success. This satisfies Kirchheimer’s criteria that catch-all party leaders must strengthen themselves by emphasizing their governing efficiency over their commitment to party goals and ideals. Blair’s rhetoric of reform and modernization was particularly effective in portraying New Labour as a party dedicated to running a government marked by innovation and competence in delivering the people of Britain their needs (Krieger 227).

Defining Britain’s national identity has been as issue close to the heart of New Labour. No longer are class and occupational interests the most decisive force. Blair has worked tirelessly to take advantage of this unprecedented opportunity to forge a new, cohesive British unity, highlighting the ideal of “one nation, one Britain (Blair 1998)”. Recognizing Britain’s role in the global community and its European roots, New Labour’s spokesmen have made great efforts to emphasize the country’s individualism, but at the same time balancing it with ideals of social justice and an embracement of it’s multicultural character (Parekh 2000: 12). Blair emphasizes the necessity of an inclusive modernization, in tackling the “scourge of social exclusion (Blair 1998)” by providing for those ignored by previous regimes, and to expand Britain’s global role. This is a significant departure from the Conservative leadership of Thatcher and Major, w

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